Romania’s 5 to go coffee shop chain goes international

Romania’s largest coffee chain, 5 to go, has opened its first international outlet in Paris, France.

The brand – known for its fixed-price concept – became the largest chain of coffee shops in Eastern Europe and the most accessed HoReCa franchise in Romania. Launched in 2015, it currently has more than 250 locations throughout Romania and 39.9% market share (based on the number units of total branded coffee chains).

The first unit outside Romania opened in early June in partnership with Donuterie, a sweet donuts business with 17 units in Romania and seven in France, Belgium and the United Kingdom. Under the concept 5 to go Coffee Corner, the international model is also based on a fixed-price concept with prices ranging from 1 to 5 euros.

“We believe in the power of our business model and in power of our brand. 5 to go is an experience, which enhances the needs of the modern consumer: simple solutions, ease of process, and fair price [with consistent quality]. Our coffee is a unique blend, specially developed for us by a respected partner in Italy, but behind the coffee is a bigger story,” said Radu Savopol, co-founder 5 to go. “We deliver coffee, smiles, a positive experience, and offer a special mood. 5 to go is a state of mind, and this is what consumers look for all over the world. I am happy that we have made the first step into [Western] Europe, and I am confident that we will succeed [in writing] our success story in more and more markets.”

The plans for the French market include opening three more units in Le Havre, Le Mans and a second one in Paris, as well as one in Bruges, Belgium — all in partnership with Donuterie. For the second half of the year, the expansion in France will continue with a master franchise with a local partner, aiming especially small and medium sized cities, with a goal of 10 units in the first year. 5 to go will also be opening a location in London in July based on the same model as in France: with Donuterie as partner and the fixed-price model approach.

The companies stated that the association of coffee and donuts is not random as donuts are the top-performing products in terms of sales near coffee. This partnership is beneficial for both sides, giving us the base of further building the businesses by offering complementary consumption opportunities,” added Dan Olteanu, founder of Donuterie.

5 to go first achieved international recognition two years ago, by winning the Silver Award at The European Coffee Award for the Best Coffee Chain in Central Eastern Europe, beating out large international brands.

Related content

Leave a reply

Tea & Coffee Trade Journal